Serious games have the potential to be used as an innovative data collection method. Combining this with Discrete Choice Modelling (DCM) could create a methodology that provides insight into the player's behaviour and allows for creating a realistic simulation. This innovative Game and Choice Based Simulation (GCBS) methodology has been conducted and evaluated using the case of the Physical Internet inspired “Freight Transportation Game”. The bidding behaviour of players is analysed using DCM. Using the insights obtained from the estimated choice model, a decision support tool for carriers is defined as a policy to optimise the system’s performance. Hereafter, the DCM is implemented into a simulation based on the gameplay, creating a realistic simulation of the PI inspired transportation market. By conducting a simulation experiment with this innovative simulation, the policy could be successfully evaluated. Considering this case of application, the GCBS methodology proved its potential. Using insights obtained during the research, a framework for GCBS has been designed explaining when and how to conduct the methodology. More research needs to be done to test the (external) validity of the decision support tool and to test and extend the methodological framework in order to increase its robustness.